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Consumers demand a more personalized experience and human interaction

Understand and deliver on customer expectations, or face the risk of customers silently slipping away... with little ability to win them back.

Overview

Canadian companies need to invest in analytical tools and expertise to generate the proactive and predictive insights for a more personalized experience for customers, who are quietly slipping away with little ability to win them back.

About half (49 percent) of Canadian consumers have switched providers in the past year due to poor customer service—most commonly from retailers, cable and satellite television service companies, phone companies and banks, according to Accenture’s eleventh annual Global Consumer Pulse Research. The study gauges the experiences and attitudes of 24,489 consumers around the world about marketing, sales and customer services, with 1,334 respondents from Canada.

Eighty percent of Canadian respondents who switched said they could have been retained before switching providers, in line with the survey’s global findings. Now that they’ve switched, there’s very little chance they will return, with 68 percent saying they will not return once they have left, compared to 58 percent globally, the survey shows. Further, only 17 percent of Canadian consumers posted negative comments online after a bad customer service experience, 10 percent less than the global average (28 percent).

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You may also be interested in viewing the Global report: accenture.com/GlobalConsumerPulseResearch

Key Findings

How leaders of customer services succeed

Organizations that want to re-balance their digital and traditional customer service channels should look to:

  1. Put the human and physical elements back into customer services: Rethink your investment strategy. The focus should be on delivering satisfying, memorable customer experiences—not methods of interaction. Ensure your channel management approach delivers integrated experiences.

  2. Make it easy for customers to switch channels to get the experiences they want: Build customer service channels that enable consumers to fluidly move from digital to human interaction to get the outcomes they desire.

  3. Root out revenue toxicity: Define and address the most toxic customer experiences across all channels; experiences like data overage charges from telecommunication providers where customers receive no advanced warning. These experiences increase revenue in the short-term but greatly contribute to Canadians “silently switching," impacting long-term profitability. By focusing on transparent and positive experiences companies can create more sustainable growth through customer loyalty.

  4. Guarantee personal data security: Ninety-two percent of consumers say it is extremely important that companies protect the privacy of their personal information. By not selling or sharing customer data with other companies, and guaranteeing that safeguards are in place to protect it, consumers will be more willing to hand over personal information which can be leveraged to deliver better experiences.

Connections

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Key Contacts
Berkeley Warburton

Berkeley Warburton

Managing Director – Accenture Strategy
Advanced Customer Strategy Lead – Canada

Mail to Berkeley Warburton. This opens a new window. Linkedin Follow Berkeley Warburton on Twitter. This opens a new window.
Dave Unipan

Dave Unipan

Senior Manager – Accenture Strategy

Mail to Dave Unipan. This opens a new window. Linkedin